J. Gordon Smeaton

New York City

Gordon brings his leadership, mentoring and strategic planning expertise to help HLG build and grow its management team and global influence with athletes and corporate partners.


A fan and consumer engagement specialist, Gordon has deep international corporate and entrepreneurial experience in sports, consumer packaged goods and digital technology.

Gordon is engaged with Heart Water, a cloud harvested rainwater company based in Austin, TX providing strategic business development and advisory services. He serves in a similar capacity with Commerce Dynamics, a leading Toronto based digital commerce platform.  Gordon also works with Mentored, a platform that enables high-frequency training with curated content and live interaction. He serves as a coach for Mentored’s corporate clients, including Accenture.

As an entrepreneur, he co-founded the mobile geo-location company, LEMON Mobile. LEMON was a digital platform that provided location-based and proximity mapping, triggering and messaging. The platform included data analytics for venues, brands and major events including the New York Marathon, Rugby World Cup and New York Fashion Week.

Gordon’s corporate background includes almost 20 years as an executive with the National Football League, driving fan engagement and the league’s business in global markets. As a liaison between club owners, league leadership, governments and promoters, Gordon planned twenty American Bowl pre-season games in Japan, Australia and Canada. He also originated and implemented the NFL’s first-ever international regular season game in Mexico City. This record setting game (103,000+ attendees) led to the current International Series at Wembley, Twickenham (England) and Azteca (Mexico) Stadiums. Gordon also established the NFL’s China office in Beijing.

His background includes business development, marketing, sales and operations roles with Labatt, Panasonic and the America’s Cup.

Gordon serves as a Board member for the Yorkville Youth Athletic Association, the largest youth sports organization in Manhattan.

Born and raised in Toronto, Gordon is married with two children and resides in New York City.